As we transition into 2026, you’ll hear me talk more about your “client pipeline.”
That’s because your pipeline - and nurturing it with marketing - is essential to a thriving business.
Not sure what a “client pipeline” is, or how it’s different from your network?
Here’s the difference…
Your network is everyone you know and everyone who knows you, from colleagues, collaborators, business friends, friends-of-friends, and past coworkers, to people you’re loosely in touch with.
Your pipeline is your shortlist - the people who could realistically hire you, refer you, or open a door for you.
It’s mostly past and current clients, warm prospects you’ve been in touch with, and trusted contacts who can connect you to the right people.
When you make it a habit to regularly reach out to people in your pipeline, that’s when projects start popping up “out of the blue.”
As we approach the end of the year, the easiest way to nurture your pipeline (and even drum up year-end or Q1 projects) is to reach out to current and past clients.
This is about building on your existing foundation, rather than starting something new.
How to nurture your pipeline today:
Send current or past clients a message to wish them happy holidays with a heartfelt “thank you.” Be specific about what you’re thankful for.
Ask if they have leftover budget they need to spend. Don’t be shy! They may need help with a last-minute or rush project.
Propose a check-in call in January, and schedule it. Keep it about them and how you can best support their goals next year.
Not sure what to say? Try this:
—
Happy Holidays, [Name].
I hope you’re having a wonderful winter season.
Is December a busy or slow time for you? I just want you to know that I’m grateful for [specific thing you’re grateful for] and I’m here for you.
If you need any year-end assistance, rush projects, or want to schedule a check-in for January to get a jump on the New Year, let me know.
Here’s my cell phone – don’t hesitate to call.
[Your Number]
Talk soon,
- Your Name
—
Including your phone number adds a personal touch that can help you stand out. Try it and let me know what happens!
Would you send a note like this, or does it feel too “pushy”? Share your thoughts here.
Watch me explain more about nurturing your pipeline in the Best Bits from our recent live Office Hours from the Simplest Marketing Plan: